AKA BDS. its a cause of a customer buying a product and it turns out to be a faulty product or a product that was under the expectation of the customer who recieved it.

Instead of the customer A. returning the product to the company for a better one. or B. realize that they have been duped and count their losses. They instead lie to themselves that the product was supposed to do this all along and that this is a good product knowing that it is a bad lackluster investment in a product.

-Can you believe he told me that in madden? the uniforms are not a big deal and also that player doing a moonwalk on the field is just a planned patch from EA coming soon?

-yeah he suffers from Buyers Denial Syndrome. Probably thinks that superman returns should have been game of the year too....